The Impacts of Emotional Arousal and Involvement on Word-of-Mouth
|關鍵字:||口碑;情緒激發;涉入;擴散;社會傳播;Word of mouth;Emotional arousal;Involvement;Diffusion;Social contagion|
本論文以實驗法設計出 2(高/低情緒激發)X 2(高/低涉入)來探討情緒激發程度與
In the past, we usually passively received information from newspapers and magazines, but now, it has been transferred to the Internet, using the interactive communication patterns. This change makes the links between people and produces word of mouth. How to effectively deliver the message to consumers has become an important issue to advertisers. Word of mouth plays a role which is the node between messages. Moreover, each person produces different dynamics influence bases on different occasions, different cognitive preferences and consumer groups, and it also gives positive or negative communication. The most direct way to communicate is emotions which would change by external stimuli and advertisings are one of the best ways to cause emotions. If the product forms the diffusion, advertising is a good way to drive sentiment. In addition, the emotional arousal will stir up the speed of messages. When we are in high emotional arousal, it will increase the actions related behavior and make advertisings easier to be passed on. Because of emotional arousal, word of mouth is produced and products are spread out. In this thesis, I design 2(high / low emotional arousal) X 2 (high / low involvement) experiments to investigate the impacts of emotional arousal and involvement on word of mouth within and outside the social groups. The results showed that, overall, emotional arousal significantly relates to word of mouth and involvement is not produce the main effect to word of mouth. However, emotional arousal and involvement have the interaction to word of mouth within the social group.